INSANE!!! You’ve NEVER had coffee like this! (Off brand)
Dear Valued Customers: Please be advised that our Ethiopian coffee may now be ordered from our online store. (Needs tweaking)
Try it, then tell us what you taste! (Off brand)
Hugo Brand guardian
I make sure you recognize your brand in everything you publish.
I check your finished copy and creatives against your brand guidelines. I flag it when the tone drifts, the message slips or the look feels off, and I show you how to make it yours again.
Hugo’s introduction, spoken in English: “Hi, I'm Hugo, your brand guardian. I help your company speak consistently on every channel. I review the tone, messaging, and brand alignment of your content.”
Many people make your content. It still has to sound like one brand.
A piece of copy can be well written and an image can look great, and you can still feel that “this just isn’t us.” I find the concrete reason why. I look at the wording, the imagery and the impression the whole piece makes together.
For every piece, I check:
- Do we sound the way we want to?
- Are we stressing the reasons people choose us?
- Does the look fit our brand?
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I hear your brand’s voice in every line
I check your posts, ads and emails against the communication style you set. I flag it when a sentence is too formal, too loud or oddly overfamiliar. I suggest a concrete rewrite so the copy fits you naturally.
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I keep your message where it belongs
I check whether your content highlights your brand’s real strengths. I notice when a premium service is being sold on price alone, or when the person disappears from a personal brand’s copy. I show you what to bring to the front.
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A consistent look across every channel
I review your creatives against the brand guide and references you have. I watch the colors, the logo use, the typography and the mood of the images. I flag anything that sticks out and spell out what to change.
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From “this just isn’t us” to a concrete fix
I name the part that’s off brand, the guideline it breaks and what I suggest instead. I turn approved feedback into clear rules you can refine, so the next piece starts with clearer expectations.
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You
You set your brand’s direction.
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Hugo
I check the finished work.
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You
You approve the final version.
Interactive sample
Let’s see which version truly sounds like your brand.
Pick a brand style. I’ll show you what in the sample copy fits it, what doesn’t, and how I’d fix it.
Brand style
Sample company: Whole Bean Roasters, a coffee roaster with an online shop.
Brand voiceUnderstated and expert
- How we sound
- Calm and precise, with professional detail and a formal tone.
- Avoid
- Exclamation points, over-the-top adjectives, chumminess.
- What fits
- The polite, formal tone of “Please be advised” is close to yours; it just lacks the expert substance behind it.
- What’s off
- The “INSANE!!!” and the “NEVER” shout, and the chummy call to action is too familiar for an expert brand.
- How I’d fix it
- “A new Ethiopian coffee has arrived: natural process, light roast, with notes of blueberry and jasmine. We recommend it as a pour-over and welcome your tasting notes.”
The demo shows prepared examples. To have your own brand checked, sign up and add your guidelines and reference materials.
Hugo looks after your brand
Many people create. Your brand stays consistent.
Leave the review of your finished copy and creatives to me, so every time you show up, you build the same recognizable brand.
Sign up and work with Hugo
